How to Tell A Better Story: Analyzing A Non-Profit Public Service Campaign
Submit your project as a Word document on school site
4 pages
A. Stories matter. How can we tell a better story for the common good? Using what you’ve learned from text readings on attitudes and persuasion (chapter 6) select an appropriate, current non-profit, public service campaign (ad) to analyze, and then choose one component to evaluate for this assignment. You can learn about non-profit campaigns by accessing Ad Council & other links on school site.
6
B. Critique the campaign component (e.g., a poster, announcement, tv ad) based on information in your text:
1. Describe the strengths and weaknesses of the campaign component.
2. Describe whether the campaign component involves primarily central or
peripheral route persuasion and speculate why they may have taken that route.
3. Evaluate whether the campaign component effectively used the four elements of
persuasion (Myers & Spencer, 2006): communicator, the message, how the
message is conveyed and the audience.
4. Submit an example from the original campaign component (e.g., link to website,
brochure)
5. Redesign the campaign component to make it more effective in creating a more
just, caring, peaceable, healthy and/or safe community:
• Describe the changes you would make
• Provide a rationale/justification for why your redesign more effectively
promotes a more just, caring, healthy and/or safe community. Address the four elements of persuasion in your rationale, as well as other social psychology research.
• If possible, attach a copy of the redesign. Rubric for ad revision
93-100
Comprehensively addresses #1-5 above; understands and applies the central- peripheral distinction; effectively applies and evaluates strengths and weaknesses of the project by addressing the elements of persuasion; convincingly justified the redesign according to relevant social psychology research; shows A-level reasoning.
82-92
Clearly addresses #1-5 above; understands the central-peripheral distinction; applies and evaluates strengths and weaknesses of the project by addressing the elements of persuasion; justified the redesign according to relevant social psychology research; shows B-level reasoning. 4-5 pages
71-81
Addresses #1-5 above; shows some understanding of the central-peripheral distinction; applies or evaluates strengths and weaknesses of the project by addressing the elements of persuasion; justified some aspects redesign according to social psychology research; shows C-level reasoning. 3-4 pages.
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